Why Gen Z Wants Jackie O's Watch

Buying my first Cartier Tank, quiet luxury, and the timeless appeal of getting it just right

Jackie O and the Watch That Started It All

My love for the Cartier Tank began, like so many enduring obsessions, with Jackie Onassis.

There was something quietly profound about the way she wore it—never flashy, never front-and-centre. It was simply there, peeking out from under the sleeve of a crisp shirt or nestled against the cuff of a wool coat. Slim, elegant, and effortlessly timeless. It was less of a fashion statement and more a part of her—an accessory as integral as her oversized sunglasses or her famously composed expression.

The watch itself—a Cartier Tank Louis—was a gift from her brother-in-law, Prince Stanislas “Stas” Radziwill, in 1963. The case back was engraved:
“Stas to Jackie / 23 Feb. 63 / 2:05 am to 9:35 pm”.

The times marked the duration of a now-legendary 50-mile hike in Palm Beach, undertaken by Stas Radziwill and family friend Chuck Spalding. This endurance challenge was part of JFK’s broader push to improve national fitness—something he believed Americans were dangerously lacking. Jackie didn’t take part in the walk herself; instead, she observed, admired, and immortalised it in her own way. After receiving the watch, she painted a charming watercolour of the two men walking, inscribing it:
“February 23, 1963 / 2:05 am to 9:35 pm / Jackie to Stas with love and admiration.”

That very watch resurfaced in 2017 at Christie’s, where it sold for $379,500, far exceeding its estimate. But of course, no price could truly measure what it represented: not just Jackie’s own history, but a glimpse into a vanished world—the golden era of the Kennedy presidency, when style and substance coexisted so seamlessly.

There are flashier timepieces in the world. There are rarer, more complicated, more mechanically impressive watches. But Jackie’s Tank remains iconic because it was worn, loved, and lived in. It wasn’t aspirational—it was personal. That’s what makes it so powerful.

And perhaps that’s the essence of the Cartier Tank: it doesn’t announce itself. It doesn’t need to. It simply exists—quietly, elegantly, eternally. Just like Jackie.

Other Style Icons & Their Tanks

The Cartier Tank has long been favoured by those who understand the power of understatement. Princess Diana wore her gold Tank Louis with signature ease—never flashy, always graceful. It became part of her uniform, worn with everything from tailored suits to oversized knits.

Andy Warhol famously wore a Tank he never even wound. “I don’t wear a Tank to tell the time,” he said. “I wear a Tank because it is the watch to wear.” That sentiment has echoed through the decades. From Yves Saint Laurent and Truman Capote to Steve McQueen, who wore a Cintrée in The Thomas Crown Affair, the Tank has always belonged to those who blend elegance with a touch of irreverence.

Today, a new generation is discovering its charm. Harry Styles wears his while cycling through London. Timothée Chalamet has been spotted courtside in a vintage model. No matter the era, the Tank remains effortlessly right, unmoved by fashion, quietly iconic.

The Rise of Quiet Elegance

In recent years, a shift has occurred—one that feels almost like a cultural exhale. As logos have grown louder and trends more fleeting, a quiet rebellion has emerged in the form of restraint. The Cartier Tank, once a discreet choice among royals and artists, is now being embraced by a new generation drawn to the aesthetics of what’s often called “old money.”

On platforms like TikTok, thousands of videos explore the codes of this understated world: natural fibres, inherited jewellery, polished shoes, and watches that don’t need to explain themselves. The Tank fits perfectly into this mood—not because it shouts wealth, but because it whispers history. It suggests a life well-lived, not merely well-dressed.

Perhaps it’s a reaction to the noise of modern life. In a world of algorithmic chaos and digital overload, the idea of something timeless—quiet, elegant, and made to last—feels radical. We don’t just want beauty anymore; we want meaning. A sense of permanence. And in that sense, wearing a Tank isn’t just a style choice—it’s a philosophy.

Finding My Tank

When I finally decided to buy my first Cartier Tank, I knew it wouldn’t be rushed. I wanted something that felt personal, deliberate—chosen with care, not convenience. I spent weeks scrolling through listings on Chrono24, researching different models, obsessing over tiny details: the shape of the case, the patina on the dial, the type of strap. I didn’t want perfection. I wanted character.

Eventually, I found it. A vintage quartz model from the 1980s—simple, elegant, and slightly worn. It looked like something you might find in the drawer of a grandparent you wish you’d known better. I stared at it for hours. I debated. Then I hesitated… and it sold.

The feeling surprised me—how disappointed I was. Not because it was expensive or rare, but because I felt I had let something meaningful slip away. But a few days later, the listing reappeared. The sale had fallen through. This time, I didn’t hesitate.

When it arrived, I was struck by how un-new it felt. There were tiny scratches on the case, the strap was softened with use, the dial just slightly faded. It was exactly what I wanted. It looked like it had already lived a life—and now it would live the next part of its story with me.

The Beauty of What Time Leaves Behind

There’s something deliciously ironic about it all. In a world obsessed with the latest, the untouched, the hyper-new—we’re suddenly longing for things that show their age. A scuffed case, a softened strap, a dial that’s seen the sun. Somehow, these imperfections have become the ultimate luxury.

My Cartier Tank isn’t pristine, and that’s precisely why I love it. It looks as though it could have been passed down from someone interesting. Someone elegant. Someone who lived well and paid attention to the right things.

Will this appetite for quiet, worn-in elegance stand the test of time? Who knows. But for me, it already has.